Submitted by Setor de Tratamento da Informa??o - BC/PUCRS (tede2@pucrs.br) on 2015-09-04T20:51:02Z No. of bitstreams: 1 474616 - Texto Completo.pdf: 687508 bytes, checksum: 66ede074039cb843d8d5b8b3b0819d19 (MD5) / Made available in DSpace on 2015-09-04T20:51:02Z (GMT). No. of bitstreams: 1 474616 - Texto Completo.pdf: 687508 bytes, checksum: 66ede074039cb843d8d5b8b3b0819d19 (MD5) Previous issue date: 2015-05-14 / The several changes that have occurred in family structure, for example, increase in separation, fathers and mothers working outside home, children being educated by others, family households, among others, have occasioned new interactions and some behaviors that have resulted in changes in consumption behavior of all its members. Within these changes, one of them is the importance given to the children who are considered not just as a family member but in many cases as the family center. In this way, the children have won a great participation within the family dynamic, because of this, the interest in researching the influence of the children in decision making processes in family purchases has appeared. It has been identified a theoretical gap in studies like this in consumer behavior area. Among the priorities of Marketing Science Institute to 2014-2016, one of them points to a better comprehension of the cultural, geographical and demographic differences in consumer behavior , as well as, understanding the new age group and different phases of life. For this, it has been sought to identify how to happen the making decision process to purchases within the families, their influences, strategies, motives and conflicts. The research method used was the qualitative exploratory conducting in depth interviews with eight families divided in traditional and mono parental besides two focus groups with children between 07 to 11 years old. Data were collected and analyzed from the technical content analysis. The research results show that currently children have great and direct influence in the process, being greater in the beginning and evaluation of alternatives; this influence happens in products that they consume as in products directed for the family. The strategies they use are various: bargaining, persuasion, question, good behavior, emotion and lure, showing the negotiation as the most used. Among the reasons that lead parents to let children to have so much influence, the main ones are: guilt, lack of time, difficulty in imposing limits and educate. Conflicts occur in all the surveyed families and children and parents reactions are diverse. As academic contribution the research has collaborated on a current and needy topic in the consumer behavior field and enabled a better understanding of family consumption behavior. Also pointed out how are thinking and acting children between 7 to 11 years old some in liminal zone, phase which has been recently the subject of studies by some marketing researchers. As a managerial contribution the study brought out two phenomena taking place in the consumer society: early adultization of children and joviality issues in adults that deserve attention of companies and their way of acting in this unusual market. Considering the academic and managerial contributions have revealed too interesting topics for future researches within the field of study. / As diversas mudan?as que t?m ocorrido na composi??o das fam?lias, entre elas, aumento das separa??es dos casais, pai e m?e trabalhando fora, crian?as sendo educadas por terceiros, fam?lias com agregados entre outras, ocasionaram novas intera??es e comportamentos que resultaram em altera??es no comportamento de consumo de todos seus membros. Dentro dessas mudan?as uma que se salienta ? a import?ncia dada ?s crian?as considerando-as n?o apenas como membros das fam?lias, mas em muitos casos, como centro da fam?lia. Dessa forma, as crian?as ganharam uma grande participa??o dentro da din?mica familiar, por conta disso, surgiu o interesse em pesquisar a influ?ncia das crian?as nos processos decis?rios de compras das fam?lias. Identificou-se uma lacuna te?rica em estudos dessa natureza na ?rea do comportamento do consumidor. Dentro das prioridades do Marketing Science Institute para 2014-2016, uma delas aponta para uma melhor compreens?o das diferen?as culturais, geogr?ficas e demogr?ficas no comportamento do consumidor, bem como, entender as novas faixas et?rias e diferentes fases da vida. Para tanto, buscou-se identificar como acontece o processo de decis?o de compras dentro das fam?lias, suas influ?ncias, estrat?gias, motivos e conflitos. O m?todo de pesquisa utilizado foi o explorat?rio qualitativo realizando entrevistas em profundidade com oito fam?lias, divididas em tradicionais e mono parentais, al?m de dois grupos focais com crian?as que compreendiam a faixa et?ria de 07 a 11 anos, todos residentes em Porto Alegre. Os dados foram coletados e analisados sob a t?cnica de an?lise de conte?do. Os resultados ? quest?o da pesquisa mostram que atualmente as crian?as t?m influ?ncia grande e direta dentro do processo, sendo maior no in?cio e avalia??o de alternativas; essa influ?ncia acontece tanto em produtos que elas consomem como em produtos direcionados para a fam?lia. As estrat?gias que utilizam s?o v?rias: barganha, persuas?o, pergunta, bom comportamento, emo??o e engodo, evidenciando a negocia??o como a mais utilizada. Dentre os motivos que levam os pais a deixarem as crian?as influenciarem tanto, os principais s?o: a culpa, falta de tempo, dificuldade em impor limites e educar. Os conflitos ocorrem em todas as fam?lias pesquisadas e as rea??es das crian?as e pais s?o diversas. Como contribui??o acad?mica a pesquisa colaborou a respeito de um tema atual e carente no campo do comportamento do consumidor e possibilitou um melhor conhecimento do comportamento de consumo das fam?lias. Tamb?m apontou como est?o pensando e agindo as crian?as da faixa et?ria de 7 a 11 anos, algumas na faixa liminar, fase que tem sido recente alvo de estudos por alguns pesquisadores de marketing. Como contribui??o gerencial o estudo trouxe ? tona dois fen?menos que est?o ocorrendo na sociedade de consumo: a adultiza??o precoce das crian?as e o jovialismo dos adultos, quest?es que merecem aten??o das empresas e sobre sua forma de atuar nesse mercado inusitado. Considerando as contribui??es acad?micas e gerencias revelaram-se tamb?m temas interessantes para futuras pesquisas dentro do campo de estudo.